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 Win New Local Customers Findings

 

 

Introduction

 

In August 2018, SaveTheHighStreet.org invited independent business owners and other experts to help define a new industry standard for increasing sales on the high street; developed by the high street, for the high street.

The 178 who responded are founding members of our High Street Advisory Board – The HAB.

Members will have opportunities to get involved in other SaveTheHighStreet.org initiatives; from research projects to media campaigns, networking events, product launches and more.

 

The Survey

 

The survey asked for views on 71 topics including the importance of actions that businesses could take to win new local customers and the challenges faced by high street businesses today.

This article is a summary of the headlines and the full findings will be made exclusively available to High Street Advisory Board members before they are published on our website.

We would love to hear any comments you may have.

 

Findings & Headlines

 

Top 10 Important or Essential Actions According to Local Businesses

 

 

  • Q10 – Having your own website with clear contact information about your local business?
  • Q16 – Identifying and updating any listings that have inconsistent or incorrect information about your
    business?
  • Q48 – Responding quickly to negative reviews?
  • Q12 – Creating content about your local business that communicates your brand, offer and why you’re
    different?
  • Q71 – Showcasing high quality photos of your product and services?
  • Q13 – Claiming your GMB profile and adding your name, address, phone number and other content to it?
  • Q62 – Updating the look and feel (and maybe smells sounds and tastes) inside your local business regularly?
  • Q18 – Defining the keywords that you want to be found for when people search on Google and other search
    engines?
  • Q6 – Knowing about your potential competitors who offer similar products/services?
  • Q59 – Investing time and money every month to improve and update your window?

 

 

Top 10 Important or Essential Actions According to High Street Experts

 

 

 

  • Q64 – Investing in customer service and sales training for your team?
  • Q16 – Identifying and updating any listings that have inconsistent or incorrect information about your
    business?
  • Q48 – Responding quickly to negative reviews?
  • Q17 – Seeing analytics data about how many people visit you online?
  • Q71 – Showcasing high quality photos of your product and services?
  • Q27 – Building partnerships with other local business who are incentivised to promote you?
  • Q53 – Having a defined strategy to improve or change your reputation locally?
  • Q10 – Having your own website with clear contact information about your local business?
  • Q12 – Creating content about your local business that communicates your brand, offer and why you’re
    different?
  • Q60 – Cross selling and up-selling customers proactively

 

 

 

Comments

 

The following are comments from experts and local businesses from the survey that we think are worth highlighting.

 

Q10 – Website

“Just do it. Keep it up – to date and relevant. You need to be modern and tech-savvy too. It is now an important part of
trust for the customer.”

“I have my own website but made the decision not to sell online. It drives customers into the shop & many
comment that they looked at the website before coming into the store.”

 

Q16 – Consistent listing details

“You don’t want conflicting info online as it looks unprofessional.”

“You wouldn’t give your friend an incorrect address if you were inviting them over, why would you send a
customer to a potential competitor.”

 

Q48 – Respond to negative reviews

“This just shows that you care about your customers and is an essential part of customer service.”

“Handled correctly you can turn a negative into a positive outcome.”

 

Q12 – Content – brand, offer, why different

“People buy into people, if they can watch you on a video there is an emotional connection, either because they
love the brand or product in question.”

“The more content the more opportunity to tell our story & connect to customer. I’ve found that independent
retailers have intimate knowledge of their products that assures the customer they are making the right choice.
We need to affirm their buying decision & credibility & trust are essential to this.”

 

Q71 – High quality photos

“No-one likes bad photos and you are not offering the best possible service to your products.”

“I do my best but I wish I could afford professional photography as it is so important.”

 

Q11 – Producing a video that showcases your local business?

“Videos are all over social media now & get good customer engagement. I find it can drive business into the
shop.”

“As consumers are falling in love with the story, personal touch and service, this is needed to market to an
audience demographic.”

 

Q21 – Building inbound links from other sites into your website?

“Generating free or affiliate traffic will help reduce your overall spend.”

“Again, search engines have become wary of these tactics, but it is very important to get organic links back to
your content and your sites.”

 

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